Freud becomes the Sure thing for Elida Faberge

Elida Faberge has switched its pounds 390,000 Sure Deodorant account from Burson-Marsteller to Freud Communications as part of a drive to give the brand a more radical image.

Elida Faberge has switched its pounds 390,000 Sure Deodorant

account from Burson-Marsteller to Freud Communications as part of a

drive to give the brand a more radical image.



Since dropping the Gibbs name to become Elida Faberge in January 1996,

the company has attempted to give its brands a more upmarket feel. It

has made extensive use of PR and event marketing in an attempt to

achieve this for other deodorant brands such as Impulse and Lynx.



Freud Communications will support the recent reworking of Sure ads by

Elida’s ad agency Ammirati Puris Lintas which saw the brand turning away

from the ’tick on the back’ commercials toward a modernised version of

the classic ’Sure test’, showing a woman undergoing a lie detector

test.



Sure is the UK’s second largest deodorant brand with 16.8 per cent of

the market by value in 1995 (Datamonitor). Freud also works on Elida’s

leading deodorant brand Lynx, which had a 19.3 per cent share of the

market by value in 1995.



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